Marketing Strategies Research Of SME Customers In C Commercial Bank

In the era that the financial industry is highly competitive, and the stream of financial innovations is taking place, as the interest ratesbecome market-oriented, the RMB is internationalized, and the financialdisintermediation formation becomes a tendency, it’s more and more difficult for commercial banks who rely on the traditional growth pattern of spread income, for large customers in an increasingly segmented market occupation place. As a result, big parts of commercial banks tend to look for a new breakthrough, and to comply with the changes in financial environment and national economic policies, They have to re-examine their marketing strategies and target market. Finally they in succession transferred the focus of the marketing strategy to the SME customers who are on behalf of the emerging direction of industrial development and with a higher proportion of GDP. In the meanwhile, they developed different and individual management strategies for the SME market according to their own resource endowments. Furthermore, several commercial banks are focusing on creating the market positioning of the’SME customers of banks’. The commercial banks generally are valuing the development of SME customers, always based on their thinking of profitability conditions and their marketing objectives of fostering long-term high-quality customer bases. Therefore, how to solve the financing difficulties of SME customers, and to won the’Resource Wars of SME customers’, is not only becoming the focus of macroeconomic policies of our country, it but also more and more becomes the key point of the marketing strategy of commercial banks.C Commercial Bank as a research object, outlined the basic theories from marketing to cut, this thesis expand the definition and the economic characteristics of the analysis of SME customers. In the same time, it’s on the basis of the theoretical literature at domestic and abroad, through adequate market researches and practices, summed up the marketing strategies, objectives and development direction of Chinese commercial banks for SME customers. On this basis, through a series of analysis of marketing policies, using the Porter Five Forces Model, SWOT analysis,’4P theory’and’4C theory’, the PEST and several similar marketing theory tools, based on C commercial bank’s actual conditions, there are series of feasibility analysis and argument about the existing economic situation and marketing conditions in this thesis, then summed up a set of model in the practical application of the SME customer marketing in commercial banks.The study purpose of this thesis, is on the base of exploration and study of marketing theories and relative commercial banks’ marketing policies, and then put forward a set of development solutions about the competing and cooperation between commercial banks, effective builidng of banks and enterprises cooperation platform, and in order to achieve a win-win situation of the banking and enterprise.